Today's decreasing ad budgets, shrinking agencies, and bankrupted media vendors add specific tasks to our responsibilities as we fulfill the role of d...
View articleMarketers can gain great insight when they take a break from what they’re doing and watch people engage in interaction with interactive media. So... h...
View articleThe world of rich media advertising isn't quite where any of us wanted it to be. The shortfall, however, might just be enough to inspire us to try har...
View articleMuch of a media buyer's work focuses on preparing for the next approval meeting, each of which tends to have its unique dynamics. The smart marketer w...
View articleNo tips on cutting deals with an Internet portal, nor a discussion of rich media or ad serving. This week, we are all fearful for the future, and Tom'...
View articleThose having to do with media need to realize that we play an important role. For better or worse, we are the interface between terror and the public....
View articleIf as a media salesperson you want to be effective at getting on an agency media buy, Tom can give you some good advice. If you want to keep more of t...
View articleEver notice how fast bad news travels? Along withthe day-to-day body count, wars of aggression, dimming stock markets, and Microsoft merger deals, the...
View articleWhen sellers start calling a company that has an agency, the marketing people have to ask themselves, "Is this because our agency is failing or becaus...
View articleMany online planners have experienced that sinking feeling when they call the client and find out that a meeting took place between a media vendor and...
View articleThreatened with irrelevance, online ad companies are rightly concerned about the new Gator technology. After all, Gator provides some useful services,...
View articleIf advertisers and publishers alike were fully cognizant of the true value of online advertising, it's likely that demand for online ads would pick up...
View articleRob believes in rich media advertising, and many of you believe in the potential of online and rich media advertising. The problem is, do the advertis...
View articleAdvertising -- particularly online -- is powerful stuff. It's sort of like firearms and clay targets. Treat high-budget ad spending like you would a l...
View articleMany advertisers with a significant Web presence are hardcore direct-response advertisers. They know exactly how much they want to pay to make a sale....
View articleLast week, Tig's article stopped in the middle of the budgeting discussion. This week, he continues with that topic and then concludes this two-part s...
View articleHave you noticed that users from particular domains or ISPs are responding better to your message than the general Web population? Target them specifi...
View articleAlthough technology keeps marching upward and onward, "visionaries" move in different directions. It's great if you can create a better mousetrap, but...
View articleIt's a human trait: We tend to represent ourselves as doing something a little bit special, even if we're doing the same old thing that everyone else ...
View articleUnrealistic deadlines for media plans, the race to keep up on new technologies, and strained personnel resources can all be enemies of innovation, whi...
View articleMost people who've been in advertising for just a few years can tell stories about entire creative concepts getting nixed, campaigns getting delayed, ...
View articleTwo debates seem to be going on with respect to the X10 camera campaign. The first is straightforward and centers around whether pop-unders are evil. ...
View articleDespite the greatest wishes of advertisers, if the ads don't speak to the people who are the intended audience, then the ads don't work. Focus on tell...
View articleWalter Cronkite's "How to Read a Newspaper" gave some insightful advice about how to get the most out of reading the press. But much has changed with ...
View articleInsofar as consumers keep finding new ways to use it every day, the Internet is unlike any medium we've seen. It continually reinvents itself. So it m...
View articleLate last year, few search engines were offering pay-for-placement listings. They were the exception. Nowadays, more and more search engines are adopt...
View articleThat ad just sizzled... Of course,Tom's talking about the Jack Daniel's Flash ad on Playboy.com. Why was it the hot topic around the water cooler afte...
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